safefood brings "Superfoods'"to life for children in Cork

11 September, 2007. safefood is bringing its ‘Superfoods’ campaign to Cork on Wednesday, 19th September, offering local parents and children the chance to learn more about how to incorporate more fruits, vegetables, wholegrains and leaner cuts of meat into their families’ diets through a unique combination of entertainment for children and nutritional advice for parents.

safefood’s ‘Superfoods’ team will be in Tesco (store details) between 12noon and 4pm on Wednesday 19th September, offering a range of innovative supports aimed to help parents encourage their children to eat ‘Superfoods’ – every day foods with ‘super’ nutritional properties.

Children in Cork will be able to pick up the new, free "Superfoods" comic, which brings to life the "Superfoods" characters featured in safefood’s TV advertising campaign in a manner designed to appeal to 6 -9 year olds and teach them about eating healthily. The comic, called "Adventures with Superfoods", contains games, cartoons, stickers, a poster and lots of tips for parents on how to incorporate these "Superfoods" into their child’s diet.

Colourful, reusable, safefood shopping bags to remind parents to include "Superfoods" on their shopping list will also be distributed by the in-store team, which will feature a ‘Superfood’ in costume and a qualified nutritionist to provide practical advice for parents.

New research conducted by safefood has revealed that 8 in ten (88%) parents intend to encourage their children to eat more fruit and vegetables as a result of the safefood ‘Superfoods’ TV advertising campaign*. 7 in ten (76%) parents stated they would try to eat more fruit and vegetables themselves, from now on.

Dr. Cliodhna Foley Nolan, safefood said, “Our research has shown that the message is getting through to parents, and that they are encouraging their children to eat more fruit and vegetables. However, we recognize that, in reality, it can be difficult to get children to eat leaner meat, increase their intake of fruit and vegetables and switch to whole grains, all of which are everyday foods that are easy to access and have 'super' nutritional properties. As a result, the new phase of our campaign is targeting children directly, in a language and medium that they understand.”

safefood has also launched a new section on its website called "Superfoods HQ to support its continuing "Superfoods" campaign. This is a new interactive online environment where the ‘Superfoods’ from the TV advertising campaign are featured living together. One of the many interactive tools in the "Superfoods HQ" is a "Lunchbox Menu Generator", which will engage children and their parents, demonstrating how these "Superfoods" can be incorporated into a child’s lunchbox.

“We want to support parents to include lean meat, fruit, vegetables and wholegrains in their child’s diet, by providing them with tools that will engage and appeal to their children. Only 20% of adults** on the Island of Ireland eat their recommended ‘five a day’, and consumption by children is particularly low. safefood nutritionists will be on hand in the participating stores to advise parents about ‘Superfoods’ or their child’s diet”, she added. 


For more information

Kate Slattery or Niamh Burdett    
Tel: 01 6690030      
086 3873083(Kate)

Fiona Gilligan
Tel: 01 4480600

* Millward Brown IMS Omnibus Research August 2007
**North/South Ireland Food Consumption Survey Irish Universities Nutrition Alliance Summary Report 2001.

Editor’s notes

Some examples of superfoods

  • Wholegrain foods such as whole grain bread, jacket potatoes, brown rice and oatmeal. These provide fibre for a healthy gut and slow down the release of energy from foods
  • All fruit and vegetables. These help to ensure that we get all the vitamins and minerals we need for good health. They also provide antioxidant nutrients to enhance natural defenses as well as soluble and insoluble fibre.
  • Lean meat. Meat is one of the main sources of saturated fat in our diets and processed meat is one of the main sources of salt. Choosing leaner cuts of red meat, as well as poultry and fish can reduce intakes of saturated fat and salt in Ireland and help maintain the population’s heart health.
  • On the island of Ireland the mean saturated fat intake is 14% of energy compared to the recommended intake of 11% of energy or less.
  • Salt intakes are in the region of 10 grams per day compared to the recommended intake of 6 grams or less per day.